Bristol-based PyTerra has successfully completed a six-month R&D project as part of Innovate UK’s ‘Net Zero Living: User Focused Design’ initiative. The project tackled a critical challenge: understanding how to motivate tenants to initiate energy efficiency improvements in their rental homes.
Central to the project was a comprehensive survey conducted by research partner Timmus Research, which gathered insights from 655 households across England. The goal was to assess tenants’ awareness of energy efficiency and their willingness to take action. Additionally, one-on-one interviews were held with a select group to dive deeper into their perceptions.
The research revealed that for tenants, household costs are the primary driver when considering energy efficiency. With energy bills consuming between 5-10% of average household income – and up to 20% for low-income households – cost savings often take precedence over comfort. Tenants face the dual challenge of managing tight budgets while contending with a shortage of rental properties, forcing them to accept homes regardless of energy efficiency standards.
However, the surveys underscored a common sentiment: tenants believe it is the landlord’s responsibility to address energy issues, not theirs. Most renters are reluctant to invest in improving properties they do not own. Yet, 78% expressed an interest in learning how to make their homes more energy efficient, even if it involved something as basic as better heating controls. Furthermore, 48% believed their landlords might be open to improving energy efficiency if approached. Interestingly, some tenants were open to contributing financially to such improvements if it resulted in lower energy bills.
Reflecting on these findings, PyTerra’s CEO and founder, David Arscott, explained, “We needed to reevaluate our approach. If a financial model could be developed where the savings on energy bills outweigh the costs, tenants might be more inclined to take up small efficiency measures or collaborate with their landlords.”
A breakthrough came when a business contact suggested another angle: could employers play a role in supporting home energy efficiency? Could a new employee benefit be created to incentivise staff – both renters and homeowners – to invest in energy improvements?
This idea prompted PyTerra to pivot the project. The team surveyed 264 employees, both tenants and homeowners, to assess interest in such a benefit. The results were promising: 56% of respondents indicated they were very or extremely interested in an employer-sponsored initiative for energy efficiency. Further validation came from interviews with five employee benefits providers, all of whom expressed excitement about the potential of such a product for their clients. The combination of financial savings and sustainability, particularly reducing carbon footprints, would resonate strongly with younger employees.
Building on this momentum, PyTerra is now developing MyGreenDoor, a sustainable employee benefit program aimed at launching in mid-2025. The company is currently seeking partnerships with businesses in the Bristol area for trial participation.
With the UK government’s emphasis on improving tenants’ living conditions and decarbonising home heating, MyGreenDoor represents a timely and innovative solution to incentivise home energy improvements.
